Designer and owner Keith Harkin has spent years traveling the world. Along the way, he noticed that the Irish merchandise sold globally rarely reflects the Ireland he—and the people he grew up with—actually know.

Ireland today is full of incredible design, art, creativity, and brilliant minds. The usual clichés—leprechauns, rainbows, and pots of gold—don’t represent the modern Ireland we live in. In fact, most of us would never put them on a shirt, let alone wear them.

We wanted to create something different. Something authentic. Designs that feel Irish and that real Irish people would proudly wear.

That’s how “THIS IS IRISH” was born.

Alongside our own line, we plan to collaborate with some of the most talented artists, designers, and creators from across the Emerald Isle—showcasing the creativity, culture, and modern identity of Ireland.

Because this is what Ireland really looks like.

This Is Irish.